Viewer Perceptions on AI-Supported Digital Newscasters: A Qualitative Analysis in the Context of Parasocial Interaction Theory

Öz

The development of Artificial Intelligence (AI) technologies is gaining increasing momentum in the publishing industry, as in many other sectors. AI applications, which are generally used for technical support in the background in traditional media operations, have become more visible in recent years. Newscasters created with AI have started to be used on digital platforms. This study focuses on the impact of ‘Alexa’, Türkiye’s first digital news anchor created with AI, on the viewers of the RoboTV channel operating on the YouTube platform. In this direction, in-depth interviews were conducted with 12 individuals who had experience with ‘Alexa’, and the data obtained were analyzed using qualitative content analysis to identify themes, in the context of ‘parasocial interaction theory’. As a result of the research, it was revealed that the satisfaction level of the viewers with the broadcast content transmitted by the AI anchor was lower compared to the content presented by the human anchor. Participants stated that the lack of emotion and facial expression of the AI news anchor made it difficult for the audience to establish an emotional connection with the anchor. This research shows that the adoption of AI anchors in broadcasting has a direct impact on audience perception and satisfaction with broadcast content. The results provide a basis for future research by providing insights into how viewers evaluate the use of AI technologies in the media sector at this stage.

Anahtar Kelimeler

• AI
• ai announcer
• ai newscaster
• ai announcer audience

Yapay Zekâ Destekli Haber Sunucuları Üzerine İzleyici Algıları: Parasosyal Etkileşim Teorisi Bağlamında Niteliksel Bir Analiz

Öz

Gelişen yapay zekâ teknolojileri, birçok sektörde olduğu gibi yayıncılık sektöründe de giderek daha fazla yer edinmektedir. Geleneksel medya operasyonlarında genellikle arka planda teknik destek amaçlı kullanılan yapay zekâ uygulamaları, son yıllarda daha görünür hale gelmiştir. Dijital platformlarda yapay zekâ ile oluşturulmuş haber spikerleri kullanılmaya başlanmıştır. Bu çalışma YouTube platformunda faaliyet gösteren RoboTV kanalında, Türkiye’nin ilk yapay zekâ ile oluşturulan dijital haber spikeri ‘Alexa’nın izleyiciler üzerinde bıraktığı etkiye odaklanmaktadır. Bu doğrultuda Alexa’yı izleme deneyimi olan 12 kişi ile derinlemesine görüşmeler gerçekleştirilmiş, elde edilen veriler nitel içerik analiziyle temalara ayrılarak ‘parasosyal etkileşim kuramı’ bağlamında analiz edilmiştir. Araştırma sonucunda izleyicilerin yapay zekâ sunucusu tarafından aktarılan yayın içeriğinden memnuniyet düzeyinin, insan sunucunun sunduğu içeriğe kıyasla daha düşük olduğunu ortaya koymuştur. Katılımcılar, yapay zekâ haber spikerinin duygu ve yüz ifadesinden yoksun olmasının, izleyicinin sunucu ile duygusal bağ kurmasını zorlaştırdığını belirtmiştir. Bu araştırma, yayıncılık alanında yapay zekâ ile oluşturulan sunucularının benimsenmesinin, izleyici algısı ve yayın içeriğine yönelik memnuniyet üzerinde doğrudan bir etkisi olduğunu göstermektedir. Sonuçlar, yapay zekâ teknolojilerinin bu aşamada medya sektöründe kullanılmasının izleyiciler açısından nasıl değerlendirildiğine dair bilgiler sunarak, gelecekteki araştırmalar için bir temel oluşturmaktadır.

Anahtar Kelimeler

• Yapay zekâ
• yapay zekâ spiker
• yapay zekâ spiker izleyicileri

Destekleyen Kurum

Yok

Etik Beyan

Bu araştırmada Çankırı Karatekin Üniversitesi Fen, Matematik ve Sosyal Bilimler Etik Kurulundan onay alınmıştır.

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